Photo: Adidas
The company reported that, following the tournament, it sold four times as many soccer jerseys and twice as many match balls as it did during the previous World Cup, according to Bloomberg. Adidas also raised its revenue forecast for the tournament: the company now expects approximately €1.5 billion in revenue from sales of soccer merchandise, including uniforms, equipment, and soccer-style apparel. The previous forecast was over €1 billion.
“Overall, we expect tournament-related sales to reach around €1.5 billion, including soccer-style streetwear, which is in high demand worldwide,” said Adidas CEO Björn Gulden.
The brand’s presence at key stages of the tournament was an additional factor in its success. Adidas noted that seeing both teams in the final and the referees wearing the three-stripe uniforms was a significant commercial achievement for the company.
Among the 14 national teams outfitted by Adidas, the Mexico national team jersey was the most in demand, slightly ahead of Argentina’s. Spain’s kit also drove strong sales. Another successful launch was the U.S. national team’s denim-style collection, created as a nod to the 1994 World Cup.
Adidas’s success became apparent during what Bloomberg called the “alternative World Cup,” which tracked the commercial competition among the three largest soccer apparel manufacturers—Adidas, Nike, and Puma. Nike was in the lead midway through the tournament, but by the final stage, Adidas had pulled ahead thanks to strong sales.
For Nike, the World Cup was less successful in terms of commercial impact. The American manufacturer outfitted the French and English national teams, but both teams were eliminated in the semifinals.
Puma’s results were mixed. Morocco and Switzerland, who wore the brand’s uniforms, advanced to the quarterfinals, while Portugal, Paraguay, and Egypt were eliminated in the round of 16.
The sales growth shows that major soccer tournaments remain one of the key drivers for sports brands, stimulating demand not only for game uniforms but also for everyday clothing with a soccer-inspired aesthetic.
